Today’s kids and teens shape culture, spending, and digital behavior in ways brands can’t afford to ignore. To keep a pulse on the next generation, the 2026 MRI-Simmons Youth Report provides a clear, grounded view of what matters to them most - from identity and wellbeing, to media habits, money, and influence in the household.
Why you need to understand America's youth
Today’s youth aren’t a future market - they’re defining culture and consumption now. Their attitudes shape household purchases, their digital behaviors reshape media ecosystems, and their expectations set the tone for brands.
Key Benefits for marketers:
- Spot emerging behaviors early to stay ahead of cultural and category shifts.
- Plan with confidence using nationally representative data across kids (6–11) and teens (12–17).
- Build more resonant creative and messaging by understanding the emotional and social forces shaping youth decisions.
- Connect media choices to mindset so you can reach young audiences where they truly are.
What's inside the full 2026 Youth Report
The full 2026 Youth Report explores:
- Identity, wellbeing, and values
- Media and technology use
- Social media effects on mood and connection
- Gaming behavior and community building
- Sports fandom and participation
- Purchasing habits, money management, and financial worries
- What kids and teens want to see in advertising
- Influence dynamics within families
Want the full report?
Contact us.
Download the preview report to learn:
- What’s shaping Gen Z Alpha and what they expect from brands
- Where they spend time across social, gaming, streaming, and IRL
- How they influence family decisions
- What ads they actually respond to
